In this evolving age of assistance, brands must deliver mobile website experiences that are fast and friction-free. Google has identified four ways marketers can race ahead of the competition and meet people’s needs.

1. Be customer-first, not technology-first

Building a great user experience comes with its challenges, especially as the industry grapples with how and when to experiment with new technologies. But rather than think about technologies first, take a customer-first approach. Try to imagine the experience you’d want as a customer, apply it to your brand, and build toward that.

When it comes to what people want, our research tells us they are demanding three things from brands: “help me faster,” “know me better,” and “wow me everywhere.” Marketers who invest in these areas and create memorable experiences will win users’ hearts, minds, and ultimately, dollars.

The cost to hotels for groups and meetings has been on the rise in the U.S. in recent years. According to a report from hotel benchmarking company Kalibri Labs, the cost, if left unchecked, likely will double by 2022.

New York Sen. Chuck Schumer has asked the FTC to investigate whether the airline industry is data mining consumer personal information in order to charge them airfares based on things like income and purchasing behaviors.

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